Daniella Helayel leaves Issa

Daniella Helayel with Cara Delevingne at the end of Issa's autumn/winter 2013 show Photo: Rex

Daniella Helayel has left Issa London, the British-based fashion label she founded in 2006, report
WWD
. The Rio de Janeiro-born designer held the position of creative director at the label that is synonymous with beautifully draped silk jersey wrap dresses.

Though already relatively well-known, the brand became world famous in November 2010 when
Kate Middleton chose one of its sapphire blue wrap dresses
to wear as she and Prince William announced their engagement. Recently, the company has admitted that the demand that followed almost destroyed the business due to a lack of a solid work force and business model.

In 2011, Camilla Al Fayed, daughter of former Harrods owner Mohammed Al Fayed, bought a majority stake in the company in a bid to enable global growth. She remains majority stakeholder and chairwoman.

Helayel's departure is said to be mutual, though she had reportedly been unhappy for some time so her wish to leave did not come as a shock. She will be succeeded by Blue Farrier, a Central Saint Martins-trained designer who has previously worked with Phoebe Philo at Chloé, Stella McCartney, Anya Hindmarch and Sandro.

Kate Middleton in the sapphire blue Issa dress as she a Prince William announce their engagement in 2010. Photo: PA

"The time has come for me to move on to focus on my art, travel and other interests," said Helayel. "Creating Issa has been one of the most rewarding things in my life. I may be leaving, but the Issa girl will live forever in my heart."

The brand meanwhile will continue to develop into "a truly global lifestyle brand," said CEO Angeline Ypma in a statement welcoming Farrier into the fold.